I keep having the same conversation over and over again, often at events, and usually with young, confident PR or marketing people who have come over to chat with me.
"I'm so frustrated with the bosses at my place," they always say. "They just don't get it. I really want to use social media to do some cool marketing stuff but they won't pay for it. We're just doing the same old thing over and over again. I think they're scared of change."
And then they add: "I'm kinda looking for a new job really. Know anyone hiring?"
These marketers are enthusiastic, young, ambitious and creative. They are probably at a conference because they are self-motivated and have a natural desire to learn. They're tweeting all the way through the seminars because they love connecting with like-minded people, and effortlessly use technology to share ideas and influence others.
Most importantly, they understand how the next generation of decision makers are going to make their decisions.
But they are looking for a new job because their bosses aren't supporting them. Which means talent is leaching out of organisations because those organisations aren't allowing talented people to do what they do best, using the tools they know will work.
Next time your marketing exec mentions social media in a meeting, promote them. Then give them a modest budget and tell them to use whatever channels and techniques they think would be best to help your company reach its goals. Allow them to prove themselves.
Because if you don't trust them, that person will go and join a company that does.
Pic: Grubby Mits